Abstract:Convenience store, CVS (Convenience Store), is a kind of used to meet customer demand for acute, convenience retail formats. Convenience store as a unique form of commercial retail, combined with the rapid development of convenience stores, scholars at home and abroad have carried out relevant research. In this paper, learn from the successful experience of domestic and international development of convenience stores, convenience stores development factors, and to the famous brand 7-Eleven convenience stores.this paper discusses the development strategy of 7-Eleven convenience store, and provides practical guidance for the development of 7-Eleven convenience store.
Keywords:7-Eleven; convenient marketing; Chinese convenience store marketing; marketing strategy
摘要：便利店，英文简称CVS（Convenience Store），是一种用以满足顾客应急性、便利性需求的零售业态。便利店作为一种独特的商业零售形态，并结合它的快速发展，国内外的学者进行了相关研究。本文借鉴国内外便利店发展的成功经验，分析影响便利店业态发展的因素，并以著名品牌7-Eleven便利店为例，探讨7-Eleven便利店发展对策，为现在和将来7-Eleven便利店的发展提供实际指导。
关键词：7-Eleven；便利营销；中国便利店营销；营销策略
